Chapter 47 Chapter 9 From Life Circle Media Group to Digital Media Group

Liu Zhiyan, managing director of CMX outdoor media of Publicis Group, said: "In the future outdoor advertising oasis, in addition to traffic figures, there should be more information about crowd patterns and consumption power." Closely follow the life trajectories of various characteristic groups, create a focused and comprehensive media platform, and always invest heavily in consumer research.Professor Cheng Shi'an of Shanghai Fudan University's discussion on "the interactive relationship between focus media and urban life forms" just echoes the new concept of new focus.Professor Cheng Shi'an believes that in recent years, commercial building TV media, store TV media, online blogs, DM information media, mobile phone media and other focused media have emerged one after another. They all conform to the new urban life forms such as mobility, multi-level, and customization. Under the inevitable trend of information dissemination, it has achieved rapid growth of new media.

Jiang Nanchun said that New Focus will continue to invest in segmented markets: on the one hand, customers can choose any one of the major network broadcasting platforms to enhance the accuracy of advertising; on the other hand, New Focus also intends to create some The new market guides customers to provide different content for different media forms, so as to create a fragmented life circle media. In May 2007, Jiang Nanchun turned the last piece of non-digital business "frame media" in the Focus Group into a digital "frame 2.0" - upgrading to an LCD photo frame, which is the first step for Focus Group to become a digital media group.Framework 2.0 and the LCD screens of various subdivided channels such as Focus Building TV and Store TV are collectively referred to as "digital outdoor".

Jiang Nanchun has always firmly believed that people's lives have certain rules and a certain track. As long as he inserts advertisements into his life track according to his life style, he can choose the right moment to subtly influence his brand choice , unknowingly provoke the audience's desire for goods.What Focus has to do is to expand its advertising network to be able to influence and even change people's consumption behavior and thinking at any time, so as to ensure the success of corporate brand breakthrough in the high-interference media environment. It is this idea that has been inspiring Jiang Nanchun to lead Focus to extend its "tentacles" to all parts of the country, and Focus has indeed become an integral part of the life of urban people, and has increasingly become the most influential business in Chinese cities. One of the mainstream media platforms.

Fan Quan, planning director of Guangbo Media, said: "Focus Business Building Network is a comfortable massage for business people." But Jiang Nanchun seems to want to extend the "comfortable massage" of Focus to the entire life circle. Focusing on life, it can be said that the media group in Focus’s life circle is constantly improving.” Today, Focus’s castle is still expanding.Jiang Nanchun said: "In order to effectively form an outdoor life circle media group, Focus will have similar acquisitions and mergers in the future, and direct investment and development will not be ruled out."

New Focus, which has already taken the lead in the field of LCD screen advertising in commercial buildings, has begun to ambitiously practice its next idea: to create a Focused life circle media along the trajectory of people's daily life. Under the criteria for judging new media, Focus has successively developed networks for leaders, fashion people, business travellers, store TV, medicine, outdoor LED, high-end theater advertising network, business DM direct effect media Internet, etc., have constructed a clear pyramid of advertising media that revolves around consumers' lifestyles.Compared with the traditional home TV media, the network has the advantages of super high cost performance, strict network delivery management, simplicity, convenience, strong controllability and high-frequency repeated stimulation, which make this media form reach A high degree of unity is achieved, thereby ensuring the unbiased dissemination of information (image).

Following the commercial building network, Focus gradually set its sights on other fields, and "bet" on the sales terminal of hypermarkets as the second selling point. Jiang Nanchun said that Focus Investment has the following considerations when entering hypermarkets: First, use high technology to make a huge breakthrough in the expressive ability of the media.Supermarkets must have this feature. Now the advertisements in hypermarkets are film and television advertisements, which are very contagious and have a great impact on consumers. They impress consumers instantly and belong to impulsive consumption. The influence of advertising is different from the power of print advertising, and it is easier to arouse your instant desire to buy.

Second, advertisements in hypermarkets are mass-focused media. Those who go to hypermarkets are mainly the main purchasers of a family, the main purchasers and decision makers of daily consumer goods in hypermarkets, and belong to end customers. Third, Focus must create a specific time and space instead of placing advertisements in the original time and space.Time and space refer to the last moment of purchase, purchase terminal, and sales terminal. These specific time and space play the role of the final touch. The fourth point is mandatory (non-coercive) measures.Hypermarket advertisements are mainly 5-second and 10-second advertisements, which remind and urge people to buy products in a timely manner with their short, concise, and high-quality content.Hundreds of stores and hundreds of sets, although time and space may be cut, they can make full use of every communication point and creative content.

It can be seen from many research results that in the marketing strategy of enterprises and products, sales terminals are increasingly becoming the top priority. Similarly, in the United States, Europe, and Japan, TV advertisements for supermarkets are very popular and popular.Figures from Tesco, the UK's largest sales chain, show ? ? ?The average annual sales of the 62 brands that placed TV ads have increased by 10%. According to the statistics of AC Nielsen, the audience coverage of Wal-Mart TV Network is already comparable to that of the four major TV networks in the United States. A special survey conducted by CTR around September 2005 found that the average daily flow of people in domestic hypermarkets is about 11,000, of which 76.3% are the main decision makers for household daily consumer goods, and people stay in the store for an hour each time Above all, the contact rate of store TV in the store is 99%, and the attention rate is as high as 89%, which is much higher than other forms of store advertising such as wall stickers, leaflets, and packaged advertisements.According to Zhao Jie, executive director of CTR, the TV in the store can influence those unplanned purchases.Data show that in China, unplanned purchases account for about 60% of the total, and in the United States it is about 72%.According to the survey, for these unplanned purchases, store TV has become the media with the greatest terminal influence.

"Broadcasting TV advertisements in the store is convenient for targeting buyers and decision makers of fast-moving consumer goods in the family, directly stimulating and prompting their purchase desires in the shopping state, and influencing their brand choices, so that the high TV advertising budget of advertisers is The retail terminal and the last moment of purchase are effectively converted into actual sales volume." Jiang Nanchun said. According to the financial report of Focus in the third quarter of 2007, as of September 30, 2007, the advertising service revenue from the store terminal network was 7.1 million US dollars, accounting for 7.5% of the digital outdoor advertising revenue.Today, Focus's building TV network has covered large, medium and small stores, supermarkets, and convenience stores in more than 100 cities across the country.As of September 30, 2007, Focus Media had installed LCD screens in 1,266 large supermarkets, 695 supermarkets, and 2,080 convenience stores, bringing the total number of LCD screens in the store terminal network to 43,315, higher than that as of June 30. 41322 of the day.

The Focus Media store network sets LCD and plasma TVs at the retail terminals of the store, using 17-inch LCDs and 42-inch PDPs, and places them on the escalators at the entrance to various cleaning supplies, cosmetics, edibles, frozen foods, fresh foods, etc. Shelves, aisles, and cash registers cover the entire purchase process of consumers. Relevant data show that 61% of consumers' purchases in stores are temporary decisions, and TV advertisements in Focus stores are one of the main factors influencing unplanned purchases.Focus's hypermarket network has effectively seized this terminal platform and effectively enhanced the promotion of product brands.By arousing consumers' desire to possess goods, it helps consumers to complete the last-minute decision and brand selection, directly stimulates consumers' desire to purchase in the shopping state, and affects consumers' purchase decisions.

It has become the finishing touch to promote the consumption of the crowd in the store. Media value is largely influenced by the relationship between the audience and the media. Golf, which originated in Scotland in the 14th century, is a trendy and fashionable "noble" sport in China.In China, it costs more than US$100 million to build a golf course, three to four million US dollars to maintain it, US$20,000 to buy a VIP card, and US$20,000 to US$80,000 to buy a player’s membership.For Chinese whose per capita income is less than US$1,500, the golf crowd targets the wealthiest group in China.However, with the spread of the internationalization trend of golf, after China has experienced a comprehensive transformation and development of the economy and society, the demand for this sport has become increasingly obvious.Among the high-income groups in China, golfers are rapidly increasing at an annual rate of 20%. The audience of high-end brands is narrow, and the efficiency of traditional media is too low.The characteristics of golf's equal emphasis on leisure and social interaction provide a broad space for the interactive marketing of high-end brand products and create a new channel for efficient promotion.Therefore, international limousines began to pay attention to the marketing means of establishing a good reputation and brand with the help of golf games: the 2005 BMW Asia Golf Open opened in Shanghai; in September, German Volkswagen once again named the 2005 Volkswagen Masters; The elite competition started in Shenzhen. Seeing this market opportunity, Focus Media quickly developed and built a more subdivided media. In 2005, Focus Media adapted to local conditions and established a new media golf network. By showing advertisements for fashion and luxury products such as mobile phones, automobiles, famous watches, and financial services, it is closely related to the lives of target consumer groups, and provides the main information of products in these fields for middle- and high-income groups. At present, the golf network in mainland China created by Focus Media has covered 200 golf courses in 26 cities across the country, and has installed LCD TVs and plasma TV screens in the VIP halls of airports in five major cities.At the same time, according to the stay time of golf members and site conditions, Focus uses PDP and LCD in different locations; installs 30-inch LCD or 42-inch plasma TVs in public areas; and installs 17-inch LCD TVs in private areas.The content broadcasted by the network not only covers commercial time, but also includes golf teaching, equipment selection, event introduction, etc., with 12 minutes per broadcast and 60 total loops. The golf advertising network, a specific media channel, more precisely targets the wealthy elite in China, and also provides advertisers with a more valuable communication platform. Around 2004, Goldman Sachs, an investment institution from the United States, predicted that the market for selling Chinese auto products would reach US$9 billion, accounting for 11% of the total global sales of US$82.1 billion. In the next 10 years, China will become the second largest market in the world.With the emergence of the golf network, Focus not only realizes its own value, but also provides a stage for sales of high-end and valuable commodities such as automobiles. "Actually, I am also particularly interested in building a beauty salon network, and the idea of ​​a beauty salon network is exactly what I thought of when I was doing hairstyles in a hair salon." This also came from an accidental inspiration that brought considerable benefits to Jiang Nanchun and Focus. In 2004, Focus Media launched a brand-new media for high-income groups, mainly fashion women—Fashion Media. From the perspective of communication quality, the beauty salon network far exceeds other forms of advertising in the hospital.The combination of video and audio on the network is more appealing and attracts consumers' attention. It improves the recall rate at the best time and consolidates the audience's loyalty to the brand.At the same time, it can also improve the effect of POS in the point of sale, and spread the product information to all areas of the beauty salon. At the same time, the advertisements broadcast by the beauty salon network can form a complementary combination with the family TV advertisements.This organic combination constitutes a three-dimensional coverage for the promoted products, and strengthens the audience's impression of the brand through communication at different times and in different spaces, which will make the entire media investment more economical and effective.Imagine that the main customers of beauty salons are the main force of the consumer market.When she (he) receives the information of the broadcasted products through the beauty salon network, and deepens the impression of such advertisements through TV at home, it will undoubtedly make the promotion of the products more effective (beauty products, personal care products, etc. are also included in TV advertisements). flagship). Later, the network integrated shopping centers, catering and entertainment, leisure clubs, concert halls, racing tracks, bars, KTV and other types of fashion entertainment and leisure time and space around the life trajectory of fashion people, becoming a fashion network.Today, Focus's beauty salon network is expanding to all parts of the country, becoming another "public" banner on Focus' "castle".So far, Fengshang Media has operated more in the mode of beauty salon network, and has rapidly expanded to five major cities including Beijing, Shanghai, Guangzhou, Shenzhen, and Chengdu, occupying restaurants, bars, shopping centers, fitness, entertainment, beauty salons, etc. Targeting the high-end crowd with the most spending power and desire to consume, it has become another effective way to market high-end consumer goods and luxury goods such as high-end beauty products, personal care products, brand-name clothing, jewelry, and family cars. In major cities in Italy, including Rome, Florence, etc., taxis are often equipped with a vehicle-mounted TV called "mouse", and news, entertainment information and business information are broadcast on the TV anytime and anywhere.The length of a vehicle-mounted TV program is about 50 minutes. The real content of the program is comedy shorts, movie clips, or sports news and fashion information, and every 2-3 minutes of the program is played, and a commercial advertisement will be inserted for 1 minute. Gianmario Ricciarelli, a shareholder of Tedoforo, an advertising agency in Milan, Italy, who manages "Mouse" TV, said: "I have full confidence in the future development of the car TV advertising business. A new force in the advertising market." He revealed that the taxi car advertising business has unique advantages, and it can reach users that traditional TV advertising cannot reach, such as the company's senior leaders and experts in various fields. Time for the elite to watch traditional TV.In-vehicle TV advertisements have also appeared on some taxis in Beijing. When more and more advertising companies focus on taxis, trains and other means of transportation, Focus launched the planning plan of the airport bus network in a timely manner, aiming at airports and airport buses, targeting highly educated, high-income, High-ranking people, heavy coverage during business trips, and quickly put into practice. Focus has installed LCD screens in the first-class lounge of the airport, targeting the wealthy class; installing LCD screens on airport buses, targeting white-collar workers and other passengers on business trips.Its airport bus network has brought a huge breakthrough in the performance and impressing ability of focus media. "Maybe one day, all public toilets will be closed." An advertising person said with a smile. Today, Focus's network of business travelers has covered airport buses, waiting halls, and hotels in 15 cities across the country. It not only tracks and covers every link of air travel, but also covers all airlines for business travelers. Like several other major networks, Airport Bus Network targets the right people at the right space, at the right time, and at the right cost. More effective than traditional media, it captures people's consumption decisions and influences people's brand choices. Lian Yaoan, the media director of McDonald's, believes that white-collar workers spend a long time in office buildings, and there is a huge media gap in terms of living time.The main consumption time and space of fast food is during the day and outside the family.If through the three-dimensional combination of traditional TV at night and building TV during the day, two different? ? ?Combined with the combination of air and beauty salons, buses, airports, etc., to achieve coverage from the air to the ground, from homes to office buildings, and to some living places, coupled with the fit of white-collar life rhythm and McDonald's fast food culture, then McDonald's advertising more successful. In April 2006, Focus Media's urban color screen network (LED) began to operate in Shanghai.The network is mainly composed of LED digital advertising screens, which are mainly distributed in high-density commercial streets, bustling business districts, fashion areas, landmark locations and other places in Shanghai. High-definition video formats attract audience attention. At the intersection of shopping malls such as Parkson and Paris Printemps, LED color screen equipment with a size of 25 square feet is erected.On the screen, all kinds of fashion brand advertisements are extremely clear and exquisite.The advertisements of its colorful content are changed every 6 minutes. Even in the bright sunlight, the content on the LED digital advertising screen is clearly visible. Focus Media, which started out relying on building advertisements, seems to regard this as a new business that is fully deployed.As the building advertising market matures, Focus Media hopes to expand the coverage of outdoor media for its advertisers through these newly added outdoor LED advertising networks. These advertisements are mainly aimed at high-income consumers in China. Focus has set up 230 pieces of outdoor LED displays in Xintiandi, Xujiahui, the Bund, Huaihai Road, Nanjing Road and other major commercial areas.These displays are vertical and play advertisements in a loop every 6 minutes.In addition to Shanghai, Focus also has plans to develop this business in Beijing, Guangzhou and other cities. The industry believes that Focus's involvement in the outdoor LED market is a new profit growth point.Focus believes that, compared with the traditional form of outdoor advertising, "LEDs mainly have capital barriers, and the general investment of a piece of LED needs 30 to 40 million yuan, which is a huge investment."Regarding LED, Jiang Nanchun expressed his consistent self-confidence, relying on pure LED digital technology and the ultra-high definition of 16 million colors and 32,000+ pixels of the real full-color screen, even in sunlight, the color of the displayed picture is the same Vivid, with a super bright display.In addition, the high-quality audio with the display screen makes the sound clear and lifelike.Coupled with the dynamic and continuous playback of the LED display, it is not only easy to attract people's attention, but also can update the content in real time, so as to realize the massive information capacity. The launch of LED also achieved good advertising influence, "more than 50% of people will pay attention to the advertisement on the color screen when passing by (in the Huaihai Road area, the attention rate is as high as 82%), and about 50% of the people watching the color screen People can recall specific brands” (data source: South International Relations Online), this data, to a certain extent, illustrates the influence of this network, and further shows that urban LED color screens have gradually integrated into the consumer groups In the leisure and entertainment section, it penetrates into people's daily life and becomes the background board of life. Its subtle advertising influence, coupled with the rich expressiveness of each advertisement, directly affects the audience's perception of the media, advertisements, brands, and consumer perceptions.Its effective commercial influence strengthens or creates the relationship between the brand and the target audience, and ultimately promotes the purchase behavior.More importantly, the advertisements on the color screen network are easy to replace, which can help advertisers save more costs. On May 22, 2007, Focus Media announced in a high-profile manner that it officially launched the world's first smart LCD flat media - Frame 2.0.Previously, Jiang Nanchun had said: "Focus Media has launched another innovative technological media, and I am very proud of it. Framework 2.0 will provide advertisers with more opportunities to accurately place advertisements." Highlight's intelligent print media includes two CPUs, infrared interface, and GPS global positioning function, allowing advertisers to realize remote control.At the same time, Frame 2.0 not only adopts full-view ultra-high-definition display technology, but also integrates various new technologies such as Wi-Fi, CDMA, infrared, and GPS. The screens of 3 customers are displayed in turn, and each customer can personalize the playback time, playback screen, playback length, etc.It is understood that the cost of these high-definition full-view screens is around 6,000 yuan, and the price for a single customer has not changed.In addition, Tan Zhi said that since the images of three customers can be displayed in turn on the same screen, the capacity of customers and information is increased, and it will greatly simplify the replacement of programs and reduce labor costs, thereby achieving a balance of benefits. In this era, only continuous innovation can keep up with the pace of the times.In the face of strong capital, the breakthrough of the domestic advertising media industry lies in media innovation, which lies in the innovation rooted in the local market.The launch of Framework 2.0 created a new generation of outdoor print media standards based on the concept of new products, just as the current Focus Media CEO Tan Zhi said: "This new standard includes four aspects, that is, network informatization and remote control. Modernization, high-tech modularization, interactive print media and intelligent customer service.” "Framework is already a very IT company." Tan Zhi said, and the obvious technological innovation of Framework 2.0 itself proves this point.This brand-new advertising market field created by IT technology - digital print media, realizes technological innovation under the perfect "cross-border" combination.With the power of IT, Frame Media replaced the traditional plane with high-quality liquid crystal, and then exerted greater power of communication attributes.With the help of controllable repainting technology, the frame realizes the same advertising space, and can serve more advertisers at different times, so that the frame's ability to generate attention is effectively and variably magnified many times . Relying on the new model of "print advertising + IT technology", Framework 2.0 has made many people see the power of "cross-border changing the world", and feel the shock brought by Framework 2.0 under the "innovative IT thinking".As the world's first truly networked, intelligent, and digital print media, its appearance is sparkling. "I made the first big leap in my life, leaving the Internet and the IT industry." In 2005, Tan Zhi described himself in this way, but now, people find that his IT complex is unfinished. On the platform of Focus can continue.The "evolution" of the framework this time is trying to use IT means to deepen the expressiveness of content, instead of attracting customers with simple channels as in the past.In fact, before 2005, Tan Zhi served as CEO of 8848.net, deputy general manager of Microsoft China, senior vice president of UT Starcom China, and senior consultant of TOM Group. witness.In Frame Media, Tan Zhi reached the second peak in his life.Through the integration of the elevator print media market, the market share of frame media is as high as 95%.And its media characteristics of mandatory communication and effective communication are increasingly widely recognized by advertisers. After more than ten months of design and implementation, Framework 2.0——the world's first intelligent flat media player came into being. In terms of application, this IT technology itself is an important idea for media innovation.And this "digital" change brings obvious benefits to Focus Media: According to the financial report of Focus Media, in the third quarter of 2007, the total revenue of the digital outdoor segment represented by building TV, store TV, and elevator framework reached 780 million yuan, a year-on-year increase of 54.5%. In the first three quarters of 2007, while the growth rate of the entire traditional outdoor media declined, Focus’s digital outdoor sector still maintained a high-speed growth. Analysts believe that the main reason is that the coverage of building TVs is increasing day by day. CMMS (China Market and Media Research) & H3 (for newly rich people aged 18 to 45) survey report shows that among the new rich in China with an annual personal income of more than 40,000 in 19 major cities, the reach rate of a single channel of building TV has leapt to the top, while the price of TV advertisements The continuous rise and the demolition of outdoor advertisements also objectively make the value of building advertisements increasingly prominent. "The emergence of Framework 2.0 marks the full digitalization of the media network under Focus Media." This "digital" achievement, which has been developed for 15 months, has obviously had an exciting effect. "The release of Frame 2.0 marks the arrival of the era of outdoor smart media." In 2007, Tu Min, who was newly appointed as the CEO of Frame Advertising, seemed full of confidence. As the company with the highest profit margin under Focus Media, Frame Advertising launched the Frame 2.0 version with IT color, marking that all the media of Focus Media have completed the transformation to digital media. Shortly after the launch of Framework 2.0, on July 28, 2007, Jiang Nanchun held a conference call with all employees including the company's front desk, and passionately conveyed the company's grand vision to every employee - "to be China's largest digital media group". "In the past, Focus Group entered a certain field mostly by intuition, and action was faster than thought. Only now, Focus Group has truly formed a theoretical and overall framework." Jiang Nanchun's excitement in finding theory from intuition is beyond words. "If someone still asks me what will happen to the TV in the building today, I am already very reluctant to answer." If people still think that Focus is the TV in the building, it means that they do not understand Focus.Digital out-of-home, Internet and wireless are the troika of Focus Digital Media Group, and after 2007 the revenue of the two is expected to account for 35% to 40% of Focus's total revenue.And at the same time, the LCD screen manufacturers who used to supply 100% of Focus's OEM products are now forced to find new customers in the face of shrinking orders from Focus. Similarly, at the 2007 iResearch Annual Marketing Conference attended by Jiang Nanchun, Jiang Nanchun delivered a speech.Regarding Focus’s business development, he said the following: “The first piece is digital outdoor. You can see Focus’s various screens in various places, using digital screens to create various outdoor Video, the digital outdoor in the future, now the frame has undergone many changes, the original frame is paper, now it is high-definition LCD. Electronic posters are becoming more and more abundant, and they have entered various fields at the same time.” With the upgrade of frame media elevator posters to digital frame 2.0, Focus has entered a new level of digital media group.As of September 30, 2007, Focus Media has installed 7,150 digital 2.0 frameworks, mainly located in Beijing, Shanghai, Guangzhou and Shenzhen. For building video media, Focus and the industry have analyzed that it has the following three major values: the first is focus, the audience of building TV is between 25 and 50 years old, and it is the main creator of wealth in China and the most active in China. The consumer class ensures the effective and accurate delivery of advertisements, avoiding the waste of advertisements on the wrong people; the second is the three-dimensional combination performance, which strengthens the reach and influence of advertisements during the day, and connects homes and office buildings? ? ?In the middle, building elevators are used to consolidate, and different time-space combinations deepen the brand impression with the help of a three-dimensional communication process; finally, seamless communication, building TV hits the middle and high-end groups that traditional TV is difficult to hit, and digs for advertisers. and cultivate a potential customer base. Jiang Nanchun is a "creative genius" who has created high profits again and again by virtue of his creativity. This time, he attributed this ability to Focusun's unique "sense of smell" and pointed out without shyness: "Focus is "the nose is better than the footsteps". A faster company, at least for the past few years, we are always sensitive to the "smell" of the future market, every time we enter a field, we have enough preparations in the direction, which should be A factor of the company's rapid growth." In "Focus' "Sense of Smell" and Its Digital Tomorrow", Jiang Nanchun continued to elaborate without hesitation: "We have already 'smelled' the breath of the turbulent digital trend, and with the framework With the launch of 2.0, Focus Media has fully embarked on the road of digital media, and will do more explorations in the direction of digital in the future.”